Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
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Nutricia tasked Whereoware with personalizing their customers' online experience using Silverpop and EPiServer. Whereoware created detailed personas based on attributes like age and health condition. The website and automated emails then show targeted and dynamic content relevant to each visitor's persona. Behind the scenes, the persona is used to determine which content and forms a visitor sees. This personalized experience has improved Nutricia's customer experience and lead generation.
Pulling it all together - Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience
- 1. Pulling It AllTogether Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience Faith Albers + Bill Haskitt @whereoware
- 2. Whereoware: who we are Creating engaging emails, websites,+ mobile applications The stats: 15 years in the business Silverpop Platinum Partner 2013 consulting partner of the year 2011 agency partner of the year 18 Silverpop-certified email specialists 3 full time email designers 17 developers Over 50 email clients 1100 individual marketing campaigns sent byWhereoware last year certified partner
- 3. A few of our clients
- 4. Nutricia, a healthcare division of the food Danone, is focused on nutrition care for individuals for whom a normal diet is not sufficient or possible.
- 5. Patient Caregiver HCP Sample Nutricia offers a variety of different products for individuals based on age and heath condition. Nutricia tasked Whereoware with personalizing their customers’ online experience.
- 6. Lifetime customer ? Using the Silverpop and EPiServer integration, Whereoware personalizes website content and automated emails relevant to each visitor.
- 7. 90% of Nutricia’s customer base has Phenylketonuria (PKU): a genetic disorder in which a baby is born without the ability to properly break down an amino acid called phenylalanine. PKU 90% Non- PKU 10%Pheny What?
- 8. Personas Caregiver of Child (5-12) PKUCaregiver of Young Child (1-4) PKU Caregiver of Infant PKU (0-1) HCP Teen (13-17) PKU Non-PKU Other/Unknown Whereoware created personas based on age and condition, so both the website and automated emails show targeted content relevant to the visitor.
- 9. The website How we integrate the personas into the website
- 11. Visitor selects Caregiver of infant (ages 0-5), under Other Metabolic Conditions.
- 12. The sidebar navigation reflects all the “other” metabolic conditions.
- 13. But what happens if you select Caregiver of infant (ages 0-5), under PKU, instead?
- 14. Sidebar navigation, Learning Center content, and the header navigation all change to reflect your PKU condition; providing the personalized content and information you’re seeking.
- 15. Non-PKU PKU Child PKU Adult The “request a sample” box also changes based on the user’s persona
- 18. Behind the scenes Persona is auto-populated in a hidden field, based on the visitor group selected on the website.
- 19. But, if we don’t know their persona, we ask their condition
- 20. The cookbook request form is progressive. If we already know the answers to the required fields, those fields don’t show up in the form.This way, we don’t ask questions we already know the answers to. IE if we know they have PKU, we don’t ask again. Behind the scenes – a progressive form What site visitors see:
- 21. Behind the scenes - Database collects responsesBehind the scenes – a progressive form What site visitors see:
- 22. Behind the scenes (address is personalized using an iframe) Dynamic, personalized confirmation page
- 23. For each section on the site, we can determine which visitor groups are allowed to see which content.
- 24. It’s a show/hide function. Most pieces of content are visible to Everyone by default – but we can restrict certain content to certain visitor groups.
- 25. Automated emails How we integrate the personas into email
- 26. Website Personas: Email Personas: PKU Infant (0-12m) PKU Infant (0-12m) PKUToddler (13m-4year) PKUToddler (13m-4year) PKUYoungChild (5-12) PKUYoungChild (5-12) PKUTeen (13-17) PKUTeen (13-17) PKUAdult (18+) PKUAdult (18+) Non-PKU Non-PKU Health Care Provider Health Care Provider MSUD TYR GA1 HCU MMA PPA UCD FAOD IVA We’ve set up all the website personas, plus additional personas based on other possible metabolic conditions.
- 27. Hero image changes based on age Product image changes based on age + metabolic condition Email copy and images are then personalized based on persona.
- 28. Personalized email content + images based on persona.
- 29. Confirmation email Sample requested Survey email Additional steps needed Sample approved? yes no Sample request SPOP features used Relational Tables Personalization Lead Routes Webforms (iframe) Silverpop steps when a product sample request is filled out.
- 30. Sample Request Program Sample request form submitted
- 31. Sample Request Program Confirmation email Sample requested Survey email Sample approved? yes
- 32. Sample Request Program Confirmation email Survey email Sample approved? yes Personalized based on sample type requested Each “button” takes customer to a different survey If approved, an automated email is sent with a survey about the sample the customer received.
- 37. Sample Request Program Confirmation email Sample requested Survey email Additional steps needed Sample approved? yes no If denied, customer is sent an email asking them to take additional actions to get a sample.
- 39. Lead Routes send survey information to sales rep for a follow-up. Behind the scenes
- 40. Lead Routes send survey information to sales rep for a follow-up. Behind the scenes
- 42. The future Where do we go from here…
- 43. Future Plans • Add an onboarding program to nurture patients through different life stages • Focus on HCPs more with automated nurture programs • Add lead scoring to help sales reps identify hot leads
- 44. Lead Scoring HCPs actions Pts Clinic + patient sample requests 10 Visits website 3 Opens email 3 Clicks email 5 When lead score = 20 + not prescribing Nutricia products
- 45. Big picture • Identify the goal of your website and email program • Categorize your personas + understand how their needs differ from each other • Map out each personas’ communication path • Ensure content on your website + email support each other
- 46. Bill Haskitt bhaskitt@whereoware.com 703-889-1212 Website: www.whereoware.com Twitter: @whereoware Facebook: www.facebook.com/whereoware Blog: www.whereoware.com/blog get in touch